Mexican_Food_Products_in_Canada_April_2012

© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel© 2011 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Mexican Products in CanadaApril 2012

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Purpose and methodology

• Purpose: The purpose of this report is to gain a better understanding of Mexican food products being launched in Canada, specifically tortilla chips, tortillas and Mexican meal kits or meal kits with tacos/tortillas. In this study we will identify top companies, brands, private label companies and claims associated with the mentioned food types.

• Methodology:This report was produced using:Mintel’s Global New Products Database:

- Geography: Canada- Time: Jan. 2008 – Mar. 2012- Category: corn-based snacks, bread & bread products and meal kits- Key word searched for tortilla chips by searching for “tortilla chip” or “tortilla chips” in the product name- Key work searched for tortillas by searching for “tortilla” or “tortillas” in the product’s description- Key work searched for meal kits by searching for “Mexican” or “taco shells” or “taco shell” or “tortilla” or “tortillas”

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Tortilla product launch activity in Canada

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Canada tortilla product launch activity, over time

Source: Mintel’s Global New Products Database

• Tortilla launches in Canada have seen year-on-year growth from 2008 - 2010, and while there was a slight dip in activity in 2011, product launches are still up +150% from 2011 vs. 2008.

• Out of the different launch types tracked, tortilla launches from Jan. 2008 – Mar. 2012 have either been a new variety/range extension, new product or new formulation.

• In 2011, 50% of launches were in the form of new products.

2008 2009 2010 2011 20120

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Canada tortilla product launch activity, based on # of variants, Jan. 2008 - Mar. 2012

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*Top companies and brands launching tortillas in Canada, over time

*Top = top based on the # of items launched


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*Top companies introducing tortillas in Canada, based on #

of variants, Jan. 2008 - Mar. 2012

Longo Brothers Fruit Markets

Loblaws

Weston Bakeries

Wal-Mart

La Tortilla Factory

Grimm's Fine Foods

Gadoua Bakery

Tortilleria La Morena

Canada Bread Company

Lucerine Foods

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53

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*Top brands introducing tortillas in Canada, based on # of variants,

Jan. 2008 - Mar. 2012

Longo's

President's Choice Blue Menu

President's Choice

Country Harvest

Great Value

La Tortilla Factory

Gadoua MultiGo

Tortizza

Grimm's

Dempster's WholeGrains

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Canada tortilla chip product launch trends, by PL company, over time

• Breaking down tortilla launches by branded vs. private label, private label represents 58.9% of all tortilla product launches from Jan. 2008 – Mar. 2012.

• Longo Brother Fruit Markets is the leading private label company, based on the number of tortilla launches from Jan. 2008 – Mar. 2012, followed by Loblaws and Wal-Mart.

*Top private label companies introducing tortillas in Canada, based on # of variants,

Jan. 2008 – Mar. 2012


2008 2009 2010 2011 20120

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Canada tortilla chip product launches, by branded or private label company, based on # of variants,Jan. 2008 - March. 2012

Private Label Other 2008 2009 2010 2011 TotalLongo Brothers Fruit Markets 0 0 11 0 11Loblaws 1 7 0 0 8Wal-Mart 0 0 0 3 3Safeway 0 1 0 0 1


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*Top claims on tortillas in Canada, over time

• Wholegrain is the most common attribute found on pack of tortillas, based on the number of product launches that included the wholegrain claim from Jan. 2008 – Mar. 2012.

• Looking specifically at the number of launches in 2011, convenient packaging was tied with wholegrain for the number one position, seeing a total of 5 launches, followed by low/no/reduced cholesterol, no additives/preservatives, high/added fiber and low/no/reduced transfat.

*Top claims on tortillas in Canada, based on # of variants,Jan. 2008 – Mar. 2012


2008 2009 2010 2011 2012 % Chg. 2011 vs. 2010Wholegrain 3 3 3 5 0 66.7%Low/No/Reduced Transfat 2 4 2 2 1 0.0%Low/No/Reduced Cholesterol 0 2 2 3 0 50.0%Convenient Packaging 0 0 1 5 0 400.0%Microwaveable 1 2 2 1 0 -50.0%Low/No/Reduced Fat 1 2 1 1 1 0.0%Low/No/Reduced Saturated Fat 1 3 0 0 1 0.0%No Additives/Preservatives 1 1 1 2 0 100.0%High/Added Fiber 1 0 1 2 0 100.0%Ethical - Charity 2 1 0 0 0 0.0%


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Product examples of tortillas in Canada

Eating Right Ancient Grain Tortillas with

Chia

Tortizza Regular Tortillas

Grimm’s Authentic Style Flaxseed

Tortillas

Are free from trans fat and cholesterol. This product is high in fiber and a source of omega 3

polyunsaturated fatty acids.

Are said to be Italian and Mexican in one bite.

Are made with chia seeds and ancient grains including flax, millet, barley, spelt, kamut, poppy seeds, amaranth and

quinoa.

Product ID: 1751262 Product ID: 1542335 Product ID: 1476888


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Product examples of tortillas in Canada

Old El Paso Smart Fiesta Tortillas

President’s Choice Tex-Mex Tortillas

Dempster’s WholeGrains Prebiotic

Multigrain Tortillas

These 100% wholegrain tortillas are made with a prebiotic fiber,

which is a naturally sourced prebiotic & soluble fiber derived

from the chicory plant.

Are improved for a softer texture. The medium-sized tortillas are made from flour & contain no trans fat. The product can be warmed in the microwave.

Aare made with wholegrain and are a source of fiber. They can

be cooked in the traditional oven or microwave.



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Mexican meal kits or meal kits with tacos/tortillas product launch activity in Canada

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Product launch activity of Mexican meal kits or meal kits with tacos/tortillas in Canada, over time


• Mexican meal kits saw a peak in 2009 and have since declined in product launch activity year-on-year.

• The different launch types that have made up Mexican meal kits include new products, new variety/range extensions, new formulations and new packaging.

• In 2011, both product launches were in the form of new products, which came from the Que Pasa and Bakestone Brothers brands.

2008 2009 2010 2011 20120

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Product launch activity of Mexican meal kits or meal kits with tacos/tortillas in Canada, based on # of variants,

Jan. 2008 - Mar. 2012

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*Top companies and brands launching Mexican meal kits or meal kits with tacos/tortillas in Canada, over time



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*Top companies introducing Mex-ican meal kits or meal kits with tacos/tortillas in Canada, based

on # of variants, Jan. 2008 - Mar. 2012

General Mills

Nueva Cocina

Overwaitea Food

Tyson Foods

Wal-Mart

Loblaws

Que Pasa Mexican Foods

PBF Pita Bread Factory

Ready Pac Foods

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*Top brands introducing Mexican meal kits or meal kits with

tacos/tortillas in Canada, based on # of variants,

Jan. 2008 - Mar. 2012

Nueva Cocina

Old El Paso

Western Family

Tyson

Old El Paso Smart Fiesta

President's Choice

Great Value

Ready Pac The Grand Fiesta

Bakestone Brothers

Que Pasa

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Mexican meal kits or meal kits with tacos/tortillas product launch trends in Canada, by PL company, over time

• Mexican meal kits have seen the majority of launches from branded companies, representing 69% of all Mexican meal kit launches from Jan. 2008 – Mar. 2012.

• There are three private label companies that make up Mexican meal kit launches, Overwaitea Food, Wal-Mart and Loblaws.

*Top private label companies introducing Mexican meal kits or meal kits with

tacos/tortillas in Canada, based on # of variants, Jan. 2008 – Mar. 2012


2009 2010 2011 2012 Total

Overwaitea Food 3 0 0 1 4

Wal-Mart 2 0 0 0 2

Loblaws 2 0 0 0 2


2008 2009 2010 2011 20120

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Mexican meal kits or meal kits with tacos/tortillas product launches from

Canada, by branded or pri-vate label company, based on # of variants, Jan. 2008 -

Mar. 2012

Branded Private Label

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*Top claims on Mexican meal kits or meal kits with tacos/tortillas in Canada, over time

• Not surprisingly, microwaveable is the most common attribute mentioned on pack of Mexican meal kits, followed by time/speed and low/no/reduced transfat.

*Top claims on Mexican meal kits or meal kits with tacos/tortillas in Canada, based on # of variants, Jan. 2008 – Mar. 2012


2008 2009 2010 2011 2012 Total

Microwaveable 1 6 5 2 1 15

Time/Speed 0 0 5 1 0 6

Low/No/Reduced Transfat 0 1 3 1 1 6

Ease of Use 1 0 3 1 0 5

Ethical - Environmentally Friendly Package 0 3 0 0 0 3

Wholegrain 0 0 2 0 0 2

Economy 0 2 0 0 0 2

Low/No/Reduced Sodium 0 0 2 0 0 2

High/Added Fiber 0 0 2 0 0 2

No Animal Ingredients 0 1 0 0 0 1


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Product examples of Mexican meal kits or meal kits with tacos/tortillas in Canada

Que Pasa The Complete Taco Kit

Bakestone Brothers Soft Taco Kit

Tyson Chicken Fajitas Meal Kit

Comprises fajita vegetables, seven flour tortillas and fully

cooked glazed chicken breast. The microwavable meal is low in

trans fat.

Is trans fat free and can be microwaved. The product retails

in a 480g pack containing 12 flour tortillas, salsa and

seasoning mix.

Contains 1-lb. seasoned Canadian beef and bean filling, 16 corn taco shells & a 2-oz. of

taco sauce.



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Product examples of Mexican meal kits or meal kits with tacos/tortillas in Canada

Western Family Hard & Soft Taco Kit

Old El Paso Soft Taco Bake

President’s Choice Tex-Mex Fajita Kit

This product consists of 12 medium flour tortillas, salsa and seasoning mix and retails in a

427g recyclable pack made from 100% recycled paperboard.

Contains four soft tortillas, a cheese sauce pouch, and a

dinner mix seasoning.

Contains six hard taco shells, six soft flour tortillas, taco seasoning

mix and salsa. They can be prepared in a conventional oven

or microwave.



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Summary

Tortilla chip trends:• Tortilla chip product launches have remained flat from 2009 to 2011, with 17 products.• Doritos, Presidents Choice and Hippie Chips are the top three most active brands launching

tortilla chips in Canada.• Out of the private label companies introducing tortilla chips, Loblaws has seen the most activity,

followed by Shoppers Drug Mart and Hudson’s Bay Company.• Claims that are emerging and seeing positive growth from 2010 to 2011 are wholegrain,

low/no/reduced saturated fat, gluten-free and low/no/reduced allergen.Tortilla trends:• Tortilla launches in Canada have seen year-on-year growth from 2008 - 2010, and while there

was a slight dip in activity in 2011, product launches are still up +150% from 2011 vs. 2008.• Longo’s and President Choice Blue Menu are the top two most active brands launching tortilla

products.• Based on the number of launches in 2011, convenient packaging was tied with wholegrain for the

number one claim, seeing a total of 5 launches, followed by low/no/reduced cholesterol, no additives/preservatives, high/added fiber and low/no/reduced transfat.

• Breaking down tortilla launches by branded vs. private label, private label represents 58.9% of all tortilla product launches from Jan. 2008 – Mar. 2012.

Mexican meal kit trends:• Mexican meal kits saw a peak in 2009 and have since declined in product launch activity year-on-year in

Canada.• Nuevo Cocina, Old El Paso and Western Family are the three top brands introducing tortilla

products in Canada.• There are three private label companies that make up Mexican meal kit launches, Overwaitea Food, Wal-

Mart and Loblaws.

Documents

Mexican_Food_Products_in_Canada_April_2012